Originating in St. Louis, Seoul Taco has expanded its Korean-Mexican street food chain across St. Louis and Chicago. In collaboration with the owner, LJC crafted a concept design to refresh the flagship location on the popular destination, the Delmar Loop. Strategies were determined to best refresh, unite, and set a precedent for future Seoul Taco locations, unifying the brand and setting a common design aesthetic.
The Delmar location will retain key elements of the current branding, including jukeboxes and a food truck sculpture installation celebrating Seoul Taco’s origins. The new design will create opportunities and space for collaboration with local artists. The new elements include enhancing the order and pickup experience, maximizing access to sunlight and the outdoors, and improving the circulation experience. Using natural and neutral colors and textures for the base framework of the restaurant are to be complemented by playful pops of color displayed by fun art sculptures, graffiti elements, rotating art, and new LED sculptural elements.